Business-to-business marketing can include a wide variety of products and services sold to other businesses. This advertising category includes goods and services, from office supplies to tax and legal services, global drayage, commercial real estate, talent, and fleet auto sales.
B2B marketing leans heavily on the marketing funnel, where demand generation at the top of the funnel leads to brand, product, or service awareness. B2B advertising then shifts from lead generation to lead nurturing, during which they share information to help shape the buyers’ intent to purchase.
This process is enhanced by digital media’s ability to target and measure a lead at different stages of the buying cycle, including post-sale, where the buyer is included in the CRM. Email marketing can ensure the buyer is engaged for a long relationship with the brand.
Our Media Planning and Account Management teams are all fully integrated to target your desired audience. We make advertising media recommendations designed to deliver your advertising message in the most efficient, cost-effective, and measurable method possible. This approach includes assistive technologies such as our programmatic trading desk, artificial intelligence, and an industry-leading tech stack.
Silverlight Digital takes advantage of all types of media placements to make sure we are getting your message in front of your target audience from contextually targeted display ads to audience-based social ads to customized placements created just for you. In addition, Silverlight Digital can recommend tailored placements based on the audience’s demographics, online behavior, or location and use tools to retarget people who have shown interest by visiting a site.
The Silverlight Digital Trading Desk is able to tap into an enormous amount of data for buying media programmatically and targeting any number of the data segments that are available to us. We can also incorporate your first-party data for maximum effectiveness.
Silverlight Digital utilizes Double Click Campaign Manager, Media Math, and Google Analytics to track performance. All three are in-house and not outsourced as a managed service. We collaborate with our client and all stakeholders to determine goals and objectives as well as priorities. This is a critical step in the process to align on measuring success and what we are ultimately optimizing towards. We track time spent on site, what content they are viewing, how long they are engaged with your content and what actions they took. Ultimately, we want to map this back to new clients and corporate buyers. We are relentless about optimization and spend every dollar as if it’s our own.
We are relentless about lowering Customer Acquisition Costs (CACs) and spend every dollar as if it’s our own. To succeed at this, we set aggressive benchmarks and performance metrics to drive trends upwards, use data-driven insights to align targeting data and messaging, constantly optimize campaigns against data collected, and regularly report with accompanying analysis.
This ensures that we take advantage of the highest-performing tactics, technology, and partners at any time.
We strive to provide a detailed strategic analysis to explain the “why” behind the data, identifying performance trends and proposing integrated changes to the media mix with an eye on reaching overall client goals. We will explain ongoing optimization activity, offering tests based on data-informed hypotheses. Data is analyzed at the click level, but the quality of creative performance and post-click activity is also considered.
With complete transparency, data is shared by specific publisher placements and providers (audience and contextual) through our Trading Desk.
Reporting is provided every month. Reports include KPI goals (drive site traffic or online purchases) or other primary and secondary KPI actions and a break-out of how each placement delivers against goals.